| Business plan market for food |
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Someone promises fast finale to an increase in the domestic market for food retail, someone asserts that the lift is infinite. In the present situation there are several methods to invest into this sector of means, after filling its niche among the variety of different food stores.
And one additional phenomenon, which already survived many western countries and which, most likely, one must pass and for us. In many European states - Italy, Germany, England, beginning from the 70th it is annual past century actively they were developed the new large sizes: diskauntery, hyper-fogsalmon, cahs&.carry and so forth I in each of these countries in population in the first years after their appearance were observed the sharp splash of interest in the innovation. During this period small stores and benches experienced difficult times, and percentages ten of them completely ruined. Then passions ceased, users again returned to small magazinchiki nearest to the house, being evenly distributed between all existing sizes.
If we continue to examine problem from a territorial point of view, then, for example, in Italy, all events were turned in the northern part of the country, completely without affecting south. It seems that so will occur also in Russia. Studies of domestic specialists, for example, on the Krasnodar edge and the Rostovskaya province, showed what to interest people, which was accustomed to walk for the traditionally abundant southern market, such as that not was supermarket impossible.
Conclusions.
1. Russian market is thus far still comparatively empty; therefore to expect its fast and unconditional seizure by hyper-fogsalmon, putting it mildly, somewhat prematurely.
2. Domestic market so is ethnically and economically various in the different regions, which to make some forecasts, which are concerned the country as a whole, in the root is erroneous.
3. The experience of the majority of European states shows that there is neither in one developed country nor 100 - nor 90 - nor even 50%- GO of the suppression of small stores by large networks.
But it means, space for the selection in investor exists.
With the average level of profit the profitability of contemporary food retail composes 23-25%. The minimum sum of initial investments, certainly, depends on size. Before the investor, who decided to invest capital into this sphere, the complex selection stands: or to be joined to the expansion of large networks and to begin to develop its new business on franshize of one of them (good of such "portfel'nykh" proposals on the market now several), or to risk to organize the matter independently.
The major independent net projects with the sizes of investments in 8-10 mln. dollars redeem in 5-6 years. If we, of course, successfully and competently erect business- process. Discovery on franshize of its own regional network of stores "pyaterochka" will manage in 3-5 mln. dollars. So that these money return, 3,5 years will be required. The franchayzingovye proposals of another "setevikov" on the discovery of single supermarkets require smaller (250-700 thousand dollars.) expenditures. Moreover they more rapidly redeem (speed record it belongs to one of universamov "cross-road" - 1 yr). The discovery small magazinchika in house will manage still cheaper. But by the nevertheless lower threshold of investments into the capital sector of food enterprises specialists consider as the 50 thousand dollars.
Classification of the sizes Classifications set. For example, the commercial house "kopeck", is recently which actively develops franchayzingovoye direction, uses the following concepts. The quantity of "kopecks larger" works in the size to "universam" (so it is called in the company). However, in the press it is very frequently named "soft diskaunterom". The area of the commercial hall of this store - about 700 sq. m. in parallel with it two ago appeared the project of size "super-unifaithitself". Now act already four such stores, the area of each - more than 2000 sq. m. is there substantially extended the group of "nonfud" - the nonfood and associated items.
Furthermore, today "kopeck" actively develops the size of stores in refueling complexes. It is planned, that the area of their commercial hall not will exceed 100 square meters, but goods of pulse demand will compose the basis of assortment.
Italians devised the convenient classification of the sizes of stores, which work on the market for food retail. According to it the first and largest size - this so-called superstory. That that they name "hyper-Markthat". This gigantic stores with the area are more than 20 000 square meters, in which food group occupies not less than 50%. Of all represented on the Moscow market stores to this size corresponds only German Marktkauf (area - 23 500 square meters).
Following size - this of hyper-fogsalmon, such, for example, as Auchan. Their signs: area - 4000-10 000 square meters and more; 70% of food goods, in which is done basic revolution; 30% - associating; the specific price policy. Giperstory and hyper-fogsalmon usually are located after the feature of city.
Third size - supermarket, i.e., urban store, which is located on the lively route, in the densely populated block, at the intersection of basic passenger flows, near the metro. The more advantageous the place, the better it works. Area - 500-2000 square meters.
The following step - that that is called the gourmet, and in Italian superetta. Small magazinchiki with area to 500 square meters; 80-90% - food goods, whose substantial part being been perishable and the products of daily demand. Nonfood group occupies 10-20%, this in essence everyday chemistry and goods for the kitchen. This store can be and it is sufficient to cheap, and expensive: price strategy is constructed depending on that, in which region it is located. Usually similar type institutions call "store in house", the "store at the angle". Western version - convenience stores ("store in the neighborhood").
Fifth size - diskaunter. Often this word interprets as cheap store. However, besides the attractive prices the distinguishing feature of diskaunterov - specific organization of business- processes and arrangement after the city.
And last version. Little popular and extended in the West. These are the small narrowly specialized shops, which trade, for example, in verdure or meat, and those occupying the area not more than 60-80 square meters.
Place under the sun for the "store at the angle" Statistics testifies: if the supermarket it is necessary to reach more than 10 min., many they will prefer to make purchase next to the house. Therefore the discovery "store at the angle" promises not bad profit. If, of course, it is correct to select accomodation and to competently erect all business- processes. As is known, in the capital to find areas is entirely complex. Therefore many of those, who desire to begin to work in the trade, prefer to buy the existing enterprises, but not to create new. Several opposite factors influence the market for commercial areas. From one side, riteyl it preserves investment attractiveness, and demand for the accomodations does not weaken. - the solvency is rigidly limited with another. According to the forecasts of experts, this market in Moscow close approached to the point of break, and in the very near future it is necessary to expect the decrease.
Besides the dimensions of commercial point and value of commodity turnover the cost of store is determined by the location and the fact, it works on those leased or over its own areas. For example, the product store in Pokrovki region, located on its own areas, costs the order of 900 thousand dollars, and analogous into Mitino, that leases accomodation, only of 90 thousand dollars. Not truth whether, the perceptible difference?
Now the average cost of store is approximately 230 thousand dollars. It is understandable that the acting commercial point, which brings real income, costs more expensive than simple commercial real estate. Lease rates to the prestige commercial areas by these in summer koleblyutsya from 700-850 doll./kv. m per year in the zone of the third transport ring to 2000-2300 dollars inside the avenue. In the "sleeping" regions this index is from 180-250 dollars. for 1 square meter in the separate building to 200-380 doll./kv. m for the accomodation, located in apartment house. Maximum lease pay for the commercial point with the high buyer activity in this place reaches 450-600 doll./kv. m.
How to select position? To make this is simple. Past your store they must pass any routes and roads. It is not necessary so that this would be highway, let this will be at least pedestrian path from the bus stop to the nearest residential area. Store must be noticeable, and its accomodation is convenient. It is very important to have good siding tracks and parking.
But before making a final decision, is worth conducting a marketingovoye study. Discuss reasonably: if in the region rigid competitory situation, at every turn large net stores, if you want to be oriented toward some narrow and highly remunerative group, then has sense to turn for help into the experimental konsaltingovoye agency. Specialists will help to define, what empty thus far niches exist in this region, in what to you it is better to specialize, what group of clients is not envelopped by the attention of large networks as to build assortment, to develop the concept of marketing and advance.
The boards of specialists in the selection of commercial equipment are very important. One of the most extended errors of nonspecialized investors - nonconformity of a quantity of acquired equipment to the scales of store. Konsaltingovoye agency will help to conduct all necessary studies and it will give recommendation. This service on the average costs from 3 to 10 thousand dollars. But if customer asks to compose even and business- plan, for it it is necessary to pay the remainder 20-30% of the cost of a study.
We act themselves The potential visitors of your future store can be conditionally divided into three groups. The first - these are people, which accomplish the impulsive purchases (for the immediate consumption). The second group - those, who on the output are stocked by a large quantity of basic products in the supermarket, and into the "store in house" runs in after the milk and the bread. And the third - people, which accomplish all purchases in the store nearest to the entrance. Among them there can be those, whom does not have automobile (but it means, the possibilities to take a trip into the distant supermarket), and the limited in the movement pensioners, and the intensively working people, in xwho it does not be sufficient time to normal shopping. Which of these groups will prevail in your store, it depends on its positioning and specialization. Therefore it is necessary to select first of all, to which of the data of groups you will begin to be oriented.
Following stage - assortment matrix and price. It is desirable so that at this moment you would deal not only with assortment. Compulsorily make a forecast of revolution and activity of demand for different groups of goods. Consider, in Moscow average check in the "store in house" is, as a rule, 100-150 rub. You will determine, that they will begin to buy up more rapidly? Milk either bread, meat or grocery? The assortment of your store must, from one side, repeat the collection of the production of competitors, connect basic commodity groups. So user will not feel himself pinched. With another - to have the rare commodity groups (there are not them in neighbors). But it is better in a larger quantity and the variety. Furthermore, it is possible to boldly displace accent into the segments, not represented in other stores. Thus, if competitor actively deals in meat, lay emphasis on fresh fish and so forth a success in buyers enjoys exotic provisions, fresh baking or, for example, the thread of the purchased products. Usually to similar type mean statistical magazinchiku for the satisfaction of the needs of the averaged client sufficiently not more than three it is specific the products of one category, represented in the different price segments, with the average assortment into 3000 positions.
Equipment for convenience stores On assortment specialization depends very much, including the selection of equipment.
It is necessary to count, what flow of buyers will go in the store daily. This is necessary in order to determine a quantity and type POS- terminals, which should be stocked up. If region rich, in the day of buyers is collected not more than forty (that a little), but each will leave in the cashbox round sum, then POS- terminal with the large receiver is necessary to you, so that the man could quietly pack his purchases. But if grandmothers after the bread and the milk are walk only to you, then will be required POS- terminal, which will make it possible to be packed maximally rapidly. It is importantly correct to count its capacity, because more than three people in the turn mean statistical Muscovite now no longer maintains.
The radical method of fight with the turns - organization of commercial self-service, and consequently, the transformation of magazinchika in minimarket and equipment with his corresponding equipment and PO. In many countries in the "stores in house" widely are used IT- technologies, and the process of purchase is fully automated. System itself organizes the order of the goods absent in the presence.
Commercial equipment occurs three it is specific: refrigeratory, cashbox and the so-called dry, i.e., shelves. It is selected on the basis of two considerations. The first - planned revolution. Accordingly to statistics, on the average into the revolution it is packed by 30-40% of the means, spent on the discovery of store. The assumed day revolution must be divided into the average price of goods. Is obtained the quantity of commodity units, which you will sell daily. Multiply this number by the theoretically averaged area, occupied by goods on the regiment. Now it is possible to calculate, how many shelves will be required.
Specialists advise to pay special attention to cooling units. The built-in refrigeratory equipment has two unpleasant special features: it increases the temperature in the accomodation and it can become the source of unpleasant it is odor. For the stores of self-service ideal version - extension equipment. Certainly, for minimarketa this pleasure not of the cheap. But in the fight for the buyer each at first glance insignificant nuance can become decisive.
At that moment, when it is selected on the project ordered by you, equipment is established and is adjusted, it is possible to approach the following stage.
Business- processes and the shop window Contemporary retail enterprise cannot take up work without the clearly prescribed and organized business- processes. It is completely sufficient for small magazinchika, if owner describes their itself. When the discussion deals with the store of self-service with the area of more than 200 square meters, has sense to purchase the standard packet of the regulating documents for the work (1-2 thousand dollars).
It does not be worthwhile to feel sorry these money. Retail - very unique business. The degree of the contact of personnel with the client is maximum, and, if salesman accomplishes error, she instantly causes response reaction in people, which arrived at you.
But the richest clients depart first of all. Do harm to retail can and stealing, and the commonplace spoiling of goods. But damage level not to compensate by no penal sanctions. Conclusion is one: it is necessary to build the technology, which will help to reduce all risks to a minimum. Therefore has sense to previously prescribe all business- processes. At least, to compose the duty regulations, the rules of working order, which then you will notify future personnel. After this, it is possible to collect and to prepare colleagues. 2-3 days prior to discovery it is desirable to derive future workers into the commercial hall so that they would pass there the training of sales, they met with merchandayzerami, clients, etc.
It is very important to pay special attention to shop window, indeed this is the free advertisement of store. It must be bright, read and it is clear to speak, that you propose to buyers. If your horse - low prices, then shop window should be made asketichnoy, with the clear communication, in what goods the reduction today is given. But if magazinchik is positioned as the gastronomical bench, in which only freshest and best products are proposed, then shop window must be designed with the use of natural tones, materials, etc.
You want whom, select For those, who prefer to leave for the market under the stamp of the well untwisted retail network, today there are all conditions.
One of the companies, which actively develops now franchayzingovoye direction, "cross-road".
"on franchayzingu work two diskauntera, one supermarket soon will be opened by the second, says the deputy of general director Andrey Rybakov. - the incomes of our own universamov and stores, which work on franshize, are approximately identical. Monthly we obtain from franchayzi of royalty - 4% from the revolution. This the payment of the expenditures of company for the content of office, on the recovery of the means, inserted in the infrastructure, in the spinup of brand and so forth the dry residue in our stores and franchayzi is approximately identical. We prefer to deal concerning the man, xwho has an experience of retail trade and who represents that this such. A similar experience can have its manager. One additional necessary condition - reputation, business and financial. We have high demands for the location of stores. Preferably so that in the people, which are turned to us, would be already their objects. But we are ready to examine any versions and to collaborate from any stage. When company with the formed business comes, we do not look at turnover and profit of enterprise, but we study his potential. If we understand, that the store above average is the real possibility to earn and to owner, and to us, then project starts. If place not very interesting, we, as a rule, reject ".
Collaboration begins from the joint development of the size of store, approximate assortment, assumed incomes and lump-sum cost, necessary for its bringing into the correspondence with the established requirements. If with the request about the collaboration is turned the finished store, to which are necessary only the signboard, advertising campaign, replacement of computer- cashbox equipment, connection to the network, then minimum one-time franshiznyy payment will be from 200 thousand dollars. But if store must be completely reconstructed and changed all the equipment, then this already on the order of 1 mln. dollars.
More the "economical" version of franshizy proposes network "kopeck".
"today we developed one of the most rigid systems of franchayzinga, says the director for the administration for the development of business Constantine arkhipov. - Franchayzing of business- size. This means that the store of franchayzi must completely repeat the store of franchayzera. We allow the complete packet of standards, including of building, equipment and so forth we include franchayzi in our system of reductions on the purchase of equipment. It establishes in its store our prices, and we guarantee to it the specific level of gross profit. The sum of investments into this standard store without taking into account the cost of the object of real estate and taking into account of complete reconstruction, repair, equipment with equipment comprises the order of 500 thousand dollars. One-time franshiznyy payment we thus far do not take, but, probably in the future it will be.
Today company develops the "soft" version of franchayzinga, since very frequently with the proposals about the collaboration come businessmen with the already finished, in their own way repaired and equipped stores. In order to begin to operate and this potential, "kopeck" will propose by them so-called commodity franchayzing ".
In contrast to many others, "pyaterochka" does not require of its future partners in franchayzingu of work experience in retail, but on the contrary, greets its complete absence and is considered this "freedom from the load of past errors". Company does not extend franshizu for the separate stores: the management of firm prefers to sell right to the discovery in the regions of entire networks of 20-30 Torr points.
"the cost of the purchase of our technology - from 500 to 750 thousand dollars. depending on the region, which it acquires, says Vice President on the communications and the brendovoy policy of Felix stetoy. - investment volume - from 3 to 5 mln. dollars. in 2 years. But then network leaves to its own means. For 3,5 years it stands up. In the classical version the network consists of 30 stores, training centers, warehouse complexes. Royalties are specified separately, they are minimum ".
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